Most innovative use of social media: Kellogg's Special K with Mischief

The Tweet Shop

Kellogg’s put the power of social media at the forefront of a campaign to support the launch of its latest low-calorie savoury snack. The food giant opened the world’s first Tweet Shop, a standalone retail space in central London, where social currency replaced financial currency and people could pay for the new product, its Special K Cracker Crisps, with a branded tweet.

The shop was lined with hundreds of packets of the crisps, a try before you buy area and a social community board, which gave shoppers a live view on the social media reaction to the initiative.

The shop was combined with a seeding programme to get the product into the hands of key journalists and online influencers.The campaign generated hundreds of thousands of social media mentions, more than 400 pieces of media coverage and 1,500 consumers trialling the product.

Crucially, it was covered in key retail trade publications, which led to increased store distribution and visibility ahead of the launch. All this helped make it one of the most successful product launches in the firm’s 115-year history.

"This was really clever. Just a simple, yet effective, concept. It took sampling to a new level. They say some of the best ideas come from PR – and this is one of them"